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Poor Man to Rich Man: “Hey buddy, can you spare $100 for a cup of coffee?”
Rich Man to Poor Man: “Isn’t that an awful lot for a cup of coffee?”
Poor Man to Rich Man: “Well you don’t expect me to go to Starbucks for a venti Mochiniccatto wearing this, do you?”
Adding to the list of fashion euphemisms like “Metro-sexual,” “Masstige,” “De-merger,” “Menergy” and “Staycation,” comes the new “Recessionista” or "Recession Chic." This new phrase replaces the oft-ballyhooed “Fashionista,” and seems to reflect a disregard for the realities of today’s economic spiral. (Think of Marie Antoinette.) It’s sort of a rebranding of the shopping experience, but without the buyer's regret. After all, “Fashionistas” are so last year. (FYI: the word “Fashionista” was first coined in 1993.) In short, being a “Recessionista” or being “Recession Chic” conveys that without curbing your shopping habits, and while spending less, you are getting more value/product. (Now think of the Guillotine).
Retailers can position their products, and services as not only epitimous, but smart. It’s tantamount to replacing the word "counterfeit" with "reproduction." So if you opt for the set of vinyl look-alike Louis Vuitton clutch and wallet for $200, instead of the authentic leather set at $2,000, you are a “Recessionista” and "Recession Chic"--ergo, despite the frail economy, cast all caution to the wind, feel good about shopping more and paying less. Isn’t that kind of what got us into this mess? Have I got a mortgage for you?! Lest you think this is just a fad, or something like speaking in Pig Latin or Vulcan, check out The Recessionista and Jezeblel for further illumination, or time permitting, check out the wonderful story by Natasha Singer for the NY Times “A Label for a Pleather Economy,” from the Fashion and Style section.
As Andy Warhol said, “What’s great about this country is that America started the tradition where the richest consumers buy essentially the same things as the poorest.”
Retailers, like the Bourgeoisie, are rebranding their low-end Parisian lip gloss and mascara as “The Recessionista Collection,” and describe it as “an antidote to gloom." What is it made with…fairy dust? Jumping on the bandwagon was New York’s very own Salon Eliut Rivera, which promotes their “Recessionista Beauty” program that offers deep discounts on haircuts and eyebrow shaping. Ouch! Last, but not least, we all know that for years now, top exclusive/luxury designers have knocked-off/discounted their own lines to cater to the “Frugalistas,” so this does not come as a huge surprise. I miss you Andy Warhol.
Are you a “Recessionista?” Are you “Recession Chic?” Or are you just a Great “Depressionista?”
--Ron Knoth, Guest Blogger
Photo credit: ©smilja | Dreamstime.com
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